Dollar General is looking to take down their biggest opp, Dollar Tree after the company announced a price increase last year.
Dollar Tree sent shockwaves through the bargain shopper community when it announced that all of its $1 products were rising to $1.25. Since then, Dollar General has been looking to attract customers of Dollar Tree who are unhappy with the price increase. While most Dollar General items are well over $1, the company is pushing their dollar selection and placing these bargain goods in attractive spots in the stores with signage highlighting the deals.
“We’ve actually leaned into our $1 price point,” CEO Todd Vasos shared. Given the current state of inflation driving prices up in nearly every facet of society, Vasos says customers will benefit greatly from their $1 aisles.
Inflation is also why Dollar Tree could no longer sustain its $1 price point, which defined the company for the past 35 years.
